GENU CEO ... Power Lunch today ....
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Genuity Campaign 'Changes the World' of eBusiness with Black Rocket
Print and TV Fuel $20 Million Marketing and Advertising Campaign to Support Its New Network Services Platform
BURLINGTON, Mass.--(BUSINESS WIRE)--Sept. 19, 2000--Genuity Inc. (NASDAQ:GENU - news) today launches a $20 million global marketing campaign -- including the company's first-ever television advertising -- to support the introduction of its innovative new Network Services Platform (NSP), Black Rocket(TM).
The campaign will feature the tagline ``Do you want to change the world?''(SM) and was created by the award-winning agency, Mullen, in Wenham, MA. The lighthearted take on the frustrations of corporate life will introduce Black Rocket as an innovative tool that empowers people to change their world.
Black Rocket is the industry's first Network Services Platform. Targeted to business and technology change agents in mid-size and large enterprises, Black Rocket provides a complete, scalable, and integrated platform for building, deploying and managing high-end eCommerce Web sites and other eBusiness applications. Genuity's Black Rocket will be available beginning October 2 starting $25,000 per month.
``Genuity is enabling enterprises to change their worlds and the worlds of their customers with this breakthrough service,'' said Rob Fuggetta, senior vice president of marketing. ``Business and technical decision makers are desperately seeking a solution that enables them to slash the time, cost, and complexity of deploying eBusiness. Black Rocket is the answer.''
The platform's distinctive name, Black Rocket, was chosen to evoke images of a sleek, powerful vehicle, which represents the way Network Services Platforms speed eBusiness.
Genuity's first-ever television spots will appear on targeted cable stations such as CNBC, CNNfn, MSNBC, ESPN, Fox News and the Discovery Channel, begining on September 20 and will continue through November. A series of print ads will run concurrently in key business, new economy, and trade publications starting September 19. Target publications include The Wall Street Journal, The New York Times, Business Week, Fortune, The Industry Standard and Internet Week.
The first television ads in the campaign are designed to create a mystique and sense of wonderment about Black Rocket. Subsequent ads will show Black Rocket enabling business and technology professionals to change their worlds.
In addition to the TV and print advertising, Genuity has purchased outdoor advertising in ``wired'' markets including Boston, New York and San Francisco. On-line banner advertising completes the mix and will also support the campaign by driving traffic to the Genuity Web site.
``Genuity has a unique and distinguished track record of Internet innovation. As BBN, the company changed the world with development of the Internet and the `@' sign, an icon for the Information Age,'' said Joe Grimaldi, president and CEO of Mullen. ``With this campaign, we'll show how Genuity is changing the world again by providing business and technical leaders with a breakthrough service that changes the world of eBusiness,'' he added.
Mullen is most recently known for their work with Nextel, General Motors, Oxygen Media and Swiss Army Brands.
About Genuity
Genuity is the leading network services provider for businesses changing the world. It is the only company in the industry to offer a Network Services Platform (NSP) that combines its Tier 1 network with its full portfolio of managed Internet services, including dedicated, remote and broadband access, Web hosting and Internet security, to create a platform for creating scalable and repeatable managed eBusiness solutions. With 1999 revenues of $706 million, Genuity (NASDAQ:GENU - news) is a global company with offices and partnerships throughout the U.S., Europe, Asia and Latin America. Additional information about Genuity can be found at www.genuity.com.
About Mullen
Mullen, based in Wenham, MA, is a $343 million, full-service agency with a reputation for creating, building and repositioning brands offline and online. The agency employs an interdisciplinary brand team approach, offering clients a range of services, including advertising, direct marketing, interactive services, and public relations. In addition to Genuity, Mullen's client portfolio includes General Motors, Nextel Communications, Swiss Army Brands, FORTUNE magazine, Four Seasons Hotels and Resorts, The Stanley Works, Oxygen Media, LendingTree, Money Magazine, NorthernLight.com, Dexter Shoe Company, and Agfa-Gevaert. For more information on Mullen, contact www.mullen.com.
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Contact:
Media Contact:
Genuity
John Vincenzo, 781-262-5644
jvincenzo@genuity.com
OR
Genuity
Jeff Hodnett, 781-262-6485
jhodnett@genuity.com
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Investor Relations:
Genuity
George Lieb, 781-262-4121
glieb@genuity.com
OR
Genuity
Ed Harper, 781-262-3553
eharper@genuity.com
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